b2b lead generation

B2B Lead Generation: Proven Strategies To Help Your Close More Deals

Philipp S.
Last updated on February 13, 2023

Are you struggling to generate leads for your business? If so, you’re not alone. B2B lead generation can be a difficult process, but it’s essential if you want to grow your company. In this article, we will discuss seven proven strategies that you can use to generate more leads and close more deals!

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What is B2B lead generation?

B2B lead generation is the process of finding potential customers who may be interested in your products or services. It involves researching and identifying key prospects, connecting with them through various channels like email, phone calls, or social media, and then nurturing relationships with those leads over time. The goal is to turn these leads into paying customers.

Why is B2B lead generation important?

B2B lead generation is important for any business looking to grow their customer base and increase sales. By engaging with potential customers, businesses can build relationships that eventually lead to conversions. The more leads you generate, the better your chances of closing deals and growing your business.

Here are a few key benefits of B2B lead generation:

Learn about your total potential customer base

B2B lead generation enables you to discover more potential customers than by any other means. You can identify their wants and needs, allowing you to craft messages that resonate with them and convert them into paying customers.

Reach a larger audience

By actively engaging with your target audience on multiple platforms, such as social media, email campaigns, and other digital marketing tactics, you can reach a larger audience and generate more b2b leads.

Understand your customer

Through B2B lead generation, you can understand your customer better. This process involves gathering data on your target customers and analyzing it to gain insights into their behavior, needs, and preferences. This helps you create targeted messages that are tailored to each customer’s specific interests and needs.

Provides you with accurate contact data

Lead generation is a great way to get accurate contact information. This includes customer emails, phone numbers, and other information that can help you create an effective b2b marketing campaign.

Helps you with content creation

Lead generation can also help you create targeted content. You can use the data gathered to create messages and content that resonates with your prospects. This helps to increase engagement and encourages customers to take action such as purchasing a product or signing up for a service.

Provides valuable insights

Lead generation enables you to gain insights into customer needs, preferences, and behavior. This can help you make informed decisions about which b2b strategies to use, as well as create more effective campaigns.

Increases in conversion rates

Lead generation can also increase your b2b conversion rates. By targeting the right audience, you’ll be able to reach more prospects and convert them into customers. This helps to maximize ROI and ensure that your b2b campaigns are successful.

Builds brand awareness

Lead generation can also be used to build brand awareness and recognition. With b2b lead generation, you’ll be able to reach more people and create a positive perception of your company. Additionally, b2b lead generation helps you develop relationships with potential customers so that they may become loyal customers in the future.

Creates a strong sales pipeline

B2B lead generation can help create a strong sales pipeline. By continuously targeting new leads and nurturing existing ones, you’ll be able to keep your sales funnel full of qualified prospects, who are more likely to convert into customers. This helps b2b companies reach their desired goals faster and with greater success.

Creates a predictable marketing system

B2b lead generation helps b2b companies create a predictable marketing system. Instead of relying on traditional methods, b2b marketers can use b2b lead generation to target potential customers and nurture relationships with them over time. By having a reliable system in place, b2b companies can anticipate their sales numbers and plan their marketing strategies accordingly

What is B2B leads?

B2b leads are potential customers who are interested in b2b products and services. These leads can be generated through a variety of sources including online ads, trade shows, email campaigns, direct mail campaigns, cold calling, events, and other activities. The most important thing to remember when generating b2b leads is to focus on quality over quantity. Quality b2b leads are more likely to convert, meaning they’re more likely to result in an actual sale.

How can B2B lead generation help boost sales?

B2b lead generation is one of the most effective ways for b2b companies to increase their sales numbers. By targeting potential customers and providing them with information, b2b businesses can make more informed decisions about which leads to pursue and how best to convert potential customers into actual buyers. B2b lead generation also allows b2b companies to create a steady stream of high-quality leads that are more likely to turn into sales.

B2B lead generation process

Learning how to generate B2B sales leads is a key step, but it’s not the only one.

If you want to increase sales, you need an effective lead-generation process. A good process will help align marketing and sales teams so that reps have a proven framework to follow.

1. Find B2B sales leads

The first step to B2B lead generation is finding b2b sales leads. This can be done in a variety of ways, including research and outreach.

Research is the best way to start because it allows you to identify who your target customers are and what their needs might be. You should also look for B2B sales leads in your industry, as well as in other related industries.

Outreach is also important for B2B lead generation. This involves reaching out to potential customers and nurturing relationships with them. Email campaigns, networking events, and social media are all great ways to reach B2B sales leads.

2. Reaching out to leads

Reaching out to leads is one of the most important steps in B2B lead generation. You want to make sure that you are targeting the right people, so developing a buyer persona can help. A buyer persona is a detailed description of who your ideal customer is and why they would be interested in your product or service.

3. Qualifying & prospecting for high-quality leads

Once you have identified potential B2B leads, the next step is to qualify and prospect them. This means that you need to determine if they are a good fit for your product or service. Consider their budget, time frame, and other relevant factors before moving forward with further contact.

A. Research & Awareness

Doing research and increasing awareness of your B2B lead is important when qualifying and prospecting. Make sure that you understand the company’s needs, wants, concerns, and pain points in order to better target them with your B2B lead generation efforts.

 B. Consideration

Once b2b leads have researched and are aware, it’s time to consider the different options and decide if they want to move forward. During this stage, B2B lead generation should focus on providing B2B leads with information that helps them make an informed decision about your product or service.

 C. Decision

The decision stage is when B2B leads are ready to take action and decide if they’re going to purchase your product or service. At this point, B2B lead generation should provide b2b leads with all the resources necessary to help them make an informed decision such as case studies, demos, and customer reviews.

4. Close leads by making a sale

The final stage of b2b lead generation is closing the b2b leads. B2B lead generation should focus on nurturing b2b leads and helping them make a purchase. This can be done by providing b2b leads with ongoing support, product updates, and educational materials to help them understand the value of your product or service.

Who conducts B2B lead generation?

The success of B2B lead generation depends on the team carrying out the lead generation activities.


Sales teams, inside sales reps, and B2B marketers are all responsible for lead generation. Sales teams should focus on finding leads and nurturing them through the sales funnel. Inside sales reps should be tasked with managing B2B leads and helping to close B2B deals. Finally, B2B marketers should create b2b campaigns to attract b2b leads and convert them into b2b customers.


Marketing teams are responsible for B2B lead generation strategies. This includes creating B2B content campaigns, social media campaigns, email campaigns, SEO and PPC campaigns, etc. Additionally, marketers should create B2B lead capture pages and B2B landing pages to collect leads from B2B campaigns.

What types of technology can businesses use to generate B2B leads?

Businesses can use a variety of technologies to generate B2B leads. This includes customer relationship management (CRM) software, marketing automation software, lead scoring platforms, and customer data platforms. Additionally, B2B marketers should take advantage of social networks like LinkedIn to create B2B campaigns that target buyers.

They should also utilize email marketing list segmentation to create targeted campaigns and build buyer personas. Additionally, businesses can leverage SEO (Search Engine Optimization), PPC (Pay-Per-Click) campaigns, retargeting campaigns, and content marketing strategies to attract potential buyers.

Best B2B lead generation strategies

involve a combination of multiple tactics. For example, b2b marketers can combine email campaigns with webinars to nurture leads and create editorials to increase brand visibility. B2B companies should also use landing pages, A/B testing, and opt-in forms to gain more insights into their target audience.

Test your website pages against each other to see which performs better

Running A/B tests can help B2B companies to find out which version of their website pages performs better. This will allow them to figure out what changes can be made in order to improve the performance of their b2b lead generation campaigns.

Opt-in forms

Using opt-in forms can help b2b companies to collect more data about their potential customers. This will enable them to create more targeted campaigns, which will be more successful in generating leads.

Landing pages

Creating dedicated landing pages for b2b lead generation campaigns is essential for b2b companies to capture the attention of potential customers. By creating a dedicated landing page, b2b companies can ensure that their message is clear, concise, and engaging enough to attract potential customers.

Content marketing

Content marketing is a powerful tool b2b companies use to generate leads and build relationships with customers. By creating content that educates, informs, and entertains b2b customers, b2b companies can establish themselves as trusted source of information. Additionally, b2b companies should use content marketing to showcase their products and services in order to drive customer engagement.

Use epic content campaigns to generate B2B sales leads

Content campaigns are a great way to generate b2b sales leads. By creating content that speaks directly to b2b customers’ needs, b2b companies can provide useful information and build relationships with potential customers. Additionally, b2b companies should use the data collected from their content campaigns to better understand the interests of b2b customers and to inform future b2b lead generation activities.

Optimize websites for B2B lead generation

An optimized b2b website is one of the most powerful tools a b2b company has for generating b2b sales leads. B2b companies should ensure that their website is optimized for search engine optimization (SEO) so that b2b customers can easily find the company online. Additionally, b2b companies should make sure to provide relevant, helpful content on their website that b2b customers would find useful and which encourages them to complete a contact form or sign up for emails.

Utilize B2B lead generation tools

Technology has advanced b2b lead generation, and b2b companies should take advantage of the various b2b lead generation tools available. Tools like social media management systems and automated b2b marketing platforms can help b2b companies generate leads more quickly, efficiently, and cost-effectively than ever before.

Earn trust with social proof

Social proof is a powerful b2b lead generation tool that b2b companies can use to their advantage. Social proof comes in the form of reviews, testimonials, and case studies from customers who have utilized b2b services or products. By showcasing this positive customer feedback on their website or through social media channels, b2b companies can demonstrate the quality of their services and establish trust with potential leads.

Incorporate lead magnets

Lead magnets are a great b2b lead generation tool that b2b companies can use to convert more leads into customers. Lead magnets are pieces of content, such as ebooks, white papers, webinars, or other materials that b2b companies offer to give leads a reason to provide their contact information. This is typically done by offering the lead magnet in exchange for signing up for an email list or providing contact details. By utilizing lead magnets, b2b companies can capture more leads and nurture them until they are ready to purchase b2b products or services.

Free tool or resources to generate leads

Another b2b lead generation technique is offering free tools or resources. This could include creating a newsletter, webinar series, or other content that b2b companies can offer to leads in exchange for signing up for the b2b company’s email list. These types of resources are often quite attractive to b2b leads because they provide useful, actionable information about the b2b company’s products or services.

Use Q&As on social sites to generate more sales leads

Q&A sessions on social media sites like LinkedIn, Facebook, and Twitter can be a great b2b lead generation tool. By participating in online Q&As, b2b companies can answer potential b2b customers’ questions about their products or services, as well as build relationships with existing b2b customers. Through this type of b2b lead generation, b2b companies can build their reputation in the b2b industry, as well as gain valuable insights into their b2b customers.

Take advantage of online advertising

Online advertising is a great way to reach b2b leads quickly and cost-effectively. Through pay-per-click (PPC) campaigns, b2b companies can target their b2b leads and direct them to a landing page or website. Companies can also use retargeting campaigns to capture b2b leads that bounced after visiting the b2b company’s website.

Cater to a visual B2B audience with in-depth video content

Catering to a visual B2B audience with in-depth video content is becoming increasingly popular in b2b marketing, as b2b customers are often more visual than b2c customers. Through creating engaging video content, b2b companies can capture the attention of potential b2b leads and turn them into paying customers.

Use LinkedIn to target potential leads that will be most beneficial for your company

LinkedIn remains the top b2b social network and is a great place to find b2b leads. Companies should use LinkedIn’s targeting capabilities to target potential b2b leads that will be most beneficial for their company.

Appeal to new B2B buyers who use mobile

Mobile b2b customers now make up a large portion of b2b buyers. To be successful in b2b lead generation, b2b companies should create content that is tailored to mobile users. This will help b2b companies reach potential b2b leads and increase their chances of converting them into paying customers.

By optimizing your website for long-tail keywords, you will generate more sales-qualified leads

Long-tail keywords are low-volume search terms that have been proven to generate more qualified b2b leads. By optimizing your website for these high-intent queries, b2b companies can dramatically increase their b2b lead generation efforts.

Develop ad campaigns around your competitor’s popular keywords

You can use b2b companies’ ad campaigns to identify and target b2b leads who may be interested in their services. This approach will help b2b companies reach potential b2b leads and increase the chances of converting them into paying customers.

Additionally, b2b companies should focus on developing relationships with b2b leads through content marketing, email campaigns, and social media engagement. By building relationships with b2b leads, b2b companies can create a presence in their target market and increase b2b lead generation.

Organize webinars to capture new leads

Webinars offer b2b companies a great opportunity to capture b2b leads. Businesses can organize webinars and invite b2b leads to join in on the conversation. Through the webinar, b2b companies can give b2b leads an understanding of their services and encourage them to take action.

B2B lead generation: Conclusion

B2B lead generation is vital for businesses that want to scale and grow. By understanding what B2B lead generation is, why it’s important, and how it can help boost sales, you can set your business up for success. The best B2B lead generation strategies focus on generating high-quality leads through targeted campaigns and provide valuable content that speaks to the needs of your ideal customer.

If you’re ready to take your B2B lead generation to the next level, get in touch with us today. We’ll work with you to develop a tailored plan that generates results.

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